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"   The second presentation, moderated by Marion Nestle, included presentations from Heidi Arthur, Senior Vice President and Group Campaign Director of the Ad Council; Bruce Seidel, Senior Vice President of Program Planning and Special Production for the Food Network; Brian Halweil, publisher of Edible Publications; and Leslie Hatfield, senior editor of ecocentric.com. While the presenters come from very different facets of media, the message that they&amp;#039;ve experienced in their endeavors to reach their audience is the same\u2014Americans want change and they want to know what they can do to help facilitate it. They turn to the media for direction. It&amp;#039;s the the media&amp;#039;s duty (and privilege in my opinion!) to educate and steer them.  Heidi Arthur, who spoke about what makes an effective public health campaign, relayed that people are more than willing to take action that results in change\u2014once they see a PSA that offers guidance. Bruce Seidel, who spoke about food and television, shared that the Cooking Channel launched in response to viewers wanting healthier recipes and that they view food as passion, pleasure, and sustenance. Brian Halweil, who spoke of his publications, Edible Communities, noted that the growth of his magazine mirrors the growth of what they are writing about\u2014local, sustainable, decentralized, back-to-basics cuisine. He finds that his readers want to be inspired to take action and are seeking out local initiates they can be a part of. Leslie Hatfield, who rounded out the panel connecting the role of new media and food (did someone say Farmville?!), explained that the lack of structure in new media, compared to traditional, results in a lot of confusion\u2014once again, an active audience that is looking for direction. For archived Livestream content from the James Beard Foundation&amp;#039;s national Food Conference, &amp;quot;Sustainability on the Table: How Money and Media Influence the Way America Eats&amp;quot;, and continued conversation, please check out the James Beard Foundation&amp;#039;s Food Matters blog. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.goodhousekeeping.com/food-recipes/a24475/expert-perspectives-on-media-and-food/>